Marketing Set Up Strategy
15
EN MARKETING BUSINESS PLAN PACKAGING INTO THE WOR LD
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How to set your strategy for marketing. How to determine the budget you need to increase your annual turnover.
Transcript of Marketing Set Up Strategy
EN
MARKETING BUSINESS PLAN
PACKAGING
INTO THE WORLD
Global Packing Machinery
• Demand will rise 4 to 8 % p/A through 2014• Beverages will be the fastest growing market• Labelling, coding, filling and form/fill/seal
machines will be the fastest growing products• Economic recession create new contracts
(Based on 26 countries worldwide)
CRISIS AND OPPORTUNITIES
Freedoniagroup
Website requirements
• Essential data• Message• Philosophy• Presentation• Index• Contact• Agenda
• Languages• Country neutral
approach• Colors per country• Technical lay out• Video and sound• SEO• Company information
EACH COUNTRY IT’S OWN CULTURE
Some important steps EN
• Determine target groups• Set goals• Develop message• Determine budget• Set promotion plan
INTERNATIONAL APPROACH
Determine target groups
• Determine target market segment• Name the buyer roles that will be part of the
decision-making process• Map their buying cycle from “untroubled” to
“purchase decision”• Identify the key conversations that must take
place at each step
IDENTIFY YOUR CUSTOMER
Set goals
• What is the 2020 vision? – Where would you expect the company to be in 8 years – Revenue market share, employees, geographic footprint, etc.
• What is the budget to make this happen?• What tools and infrastructure is already in place to make it happen? • How do you see the role that the marketing manager will play in
making that happen? • What does the first 90 days on the job look like for him?• Are there new products or services in the pipeline?
THE WAY TO SUCCES
Develop message
• Know your audience• Answer these questions:
What problem does it solve? Why would I buy it?
Why is it different from the other ones? Why is it different from the usual approach?
Who else uses it in my industry? What is it?
WE ARE THE BEST
Determine Budget
Determine turnover increaseCompetition EMEA and ASPACDetermine the % budgetRevenue Marketing BudgetLess than €5 million 7–8%€5–10 million 6–7%€10–100 million 5–6%€100–300 million 3–5%More than €300 million 3-4%
EXPECTATIONS
ROMI
CHANCES
2011 2012 2013 2014 2015 20160
500000
1000000
1500000
2000000
2500000
3000000
BudgetTurnover
Differences
Europe• Reliability• Sustainability• Discount• Serious• Letters• Informative video
America• Price worth• Environment• Free gifts• Show• E-mail• Fun video
BUILDING BRIDGES
Change of Attitude• Weekly meeting• Teamwork (management, finance, operations,
sales, marketing)• Speak english (training)• New ideas. Think tank• Monthly update for staff• Spread the word• Measure (see tools next slides)
THINK GLOBAL
SWOT AnalysisSWOT
Internal Analysis
Strengths Weaknesses
External Analysis
Chances S W
Risks O TSTRATEGIC PLANNING
DMAICDefine Measure Analyze Improve Control
Customer Data Brain storming
Try out Data collection
Product Quality Cause Effect
Creativity technics
Standard
Proces Priority Errors Brain storming
Outcom
PROCES MANAGEMENT
Ishikawa Diagram
Effect
Process People
Environment ManagementMaterials
Equipment
CAUSE AND EFFECT
International Network
ROADMAP
Logistics Transport Sea Road AirMedical Supplies PharmaceuticsLease cars MROOffice Supplies InsurancesEnergy Real EstateTravel RelocationTelecom PackagingICT etc.
